In part one of our three-part series, Ross Clurman, Director of Marketing at The Whitley Group covers the basics of creating a database.

1. BUILDING A BETTER
DATABASE
The Whitley Group
October 20, 2011

2. ROSS CLURMAN
Director of Marketing
@rossclurman

3. THE WHITLEY GROUP
Printing and message logistics.

4. AGENDA
Defining your database +
Refining your database +
Data collection methods +
Growing and maintaining your database +

5. DEFINING YOUR DATABASE
What information do you want? +
What information do you have? +
How will you be using the information? +

6. TYPES OF CONTACT DATA
Basic contact information +
Advanced contact information +
Contact preferences +
Demographic data +
Member history +

7. RELATIONAL DATABASES
Contact Info
History Events

8. REFINING YOUR DATABASE
Remove unnecessary fields +
Add new fields +
Purge duplicate data +
Normalize and update contact information +

9. Please take a moment and
verify your contact details.
First Name Ross
Last Name Clurman
Address 4129 Commercial Center Drive
Apt / Suite / Floor Suite 400
City Austin
State TX
ZIP 78744
Email ross.clurman@twgplus.com
Phone (512) 476-7101
UPDATE

10. COLLECTION METHODS
Landing pages +
Contact forms +
Online/offline surveys +
List purchases +
Events +

11. CONSIDERATIONS
What is the goal, or CTA? +
Who is the audience? +
How will users be accessing? +

15. BEST PRACTICES
Implement controls for known options +
Provide help and guide responses +
Validate all freeform fields +
Stay above the fold +

16. BEST PRACTICES
Track the source +
* Limit required fields +
Immediately follow up +

17. MAINTAINING YOUR DATABASE
Quarterly: Cleanse data +
Bi-quarterly: Verify contact info +
Annually: Review fields and optimize +

18. GROWING YOUR DATABASE
Plan ahead +
Consider a CRM +
Implement a marketing strategy +

19. THANK YOU
www.whitleyplus.com | @thewhitleygroup
(512) 476-7101
ROSS CLURMAN
Director of Marketing
@rossclurman